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COVER
STORY
Strategy
of IMC in Building Brand Trust
-- Elena Delgado-Ballester and Angeles Navarro-Bailón
The
importance of trust in branding is well-supported
and highlighted in the literature which also explores
ways to enhance it. We focus on the role of the
firm's marketing communication efforts to contribute
to trust as an element for brand differentiation
both as an attribute on its own and as a brand
personality trait. The article advocates applying
a strategy-oriented Integrated Marketing Communication
(IMC) because it emphasizes the importance of
bringing together and orchestrating all corporate
media and messages to project one clear, consistent
and coherent brand image. This idea has much to
do with the concept of IMC that is being hailed
as a major communication development of the 21st
century.
© 2007 IUP . All Rights
Reserved
BRANDING
City
Branding : Old Wine in a New Bottle!
-- Kunal Gaurav
We
are living in the era of globalization where competition
has become an inevitable part of our life. Not
only products and services, even cities are competing
with each other today to attract residents and
investors. City branding is a fairly new approach
of branding a city and it aims to provide an appealing
image to a particular city. The aim is to attract
the attention of existing and potential residents,
tourists and investors in order to ensure sustainable
economic growth and welfare of the city in long-term.
A strong city brand communicates an inimitable
identity and icon of the city before the world.
© 2007 IUP . All Rights
Reserved
BRANDING
Importance
of Brand in Laboratory Chemical Business : Is
It Fading?
-- Anil Kumar VK
This
article assesses the All India Laboratory Chemicals
market and devises an effective strategy for successful
marketing of the chemicals assuming the prevalent
cut-throat competition and also taking into consideration
the importance of brands in this line of business.
While the recommendations are such as to be applied
countrywide, special emphasis has been given to
Southern part of India.
© 2007 IUP . All Rights
Reserved
MARKETING
Below
the Line Marketing and Information Management
-- Suresh Sood
Below the Line (BTL) marketing is a tectonic
shift from mass media marketing to interactive
marketing in the large and fragmented global media
marketplace across multichannels. BTL marketing
is not about reaching out to the masses but more
about the superfine customer segments as well
as cross-selling and up-selling to customers already
known to the data-driven marketing organizations.
Combining marketing information from the variety
of BTL activities including word-of-mouth, leads
to an overwhelming customer response in real-time.
This data requires a customer analytics data mart
enabling predictive modeling, to determine the
best response to customers.
© 2007 IUP . All Rights
Reserved
ADVERTISING
Barter
System in Outdoor Ads : Starring Vijay TV, Chennai
-- G Sankararaman
This article attempts to offer an innovative
concept of barter system in outdoor advertising.
Television media, over the last six years, has
seen drastic growth in terms of number of channels
and contribution to GDP. Vijay Television, Chennai,
has shown interest in the possibility of barter
system in outdoor advertising i.e., free advertising
of their TV programs in outdoor hoardings in return
of advertising the hoarding companies in their
TV channels without charging any money. This is
based on the simple barter system followed in
olden days. Though such barter system in outdoor
advertising is not popular today, there is no
doubt that the deal of barter will gain popularity
when the contracting parties realize their mutual
benefits through it.
© 2007 IUP . All Rights
Reserved
ADVERTISING
The
Monk : Who Coded His Life
-- Vineet Tandon
The
article describes recruitment advertising and
the reasons for its growth in the recent years.
It attempts to highlight the basic principles
involved in recruitment advertising and explains
how recruiters can make the most out of their
investment in it, especially in today's talent
crunch scenario.
© 2007 IUP . All Rights
Reserved
MARKETING
STRATEGY
Unraveling
USP : How Valuable is It to Your Business?
-- PS Sarath Chandra
In an era, when several new products and services
are being released everyday, Unique Selling Proposition
(USP) has emerged as a key advertising tool to
change the common perception of the customers.
It is aimed at conveying to customers how unique
one company is from its nearest competitors. As
an effective USP make products familiar to customers
and finally creates a sense of necessity in them,
it needs to be used as frequently as possible
and should become a key marketing strategy.
© 2007 IUP . All Rights
Reserved
MARKETING
STRATEGY
Go
Guerilla with `Buzzoodler': The Latest Buzz in
Advertising
-- L Shankari and R Archana
This
article discusses about current marketing trends
such as guerilla marketing, buzz marketing or
the blend of both, i.e., buzzoodle and their impact
on small and large businesses. They mean undercover
marketing when people are caught unaware into
the marketing trap. The authors feel that much
emphasis should be laid on the creative aspects
of promotional strategy which could be inexpensive
and effective to generate more profits for the
concern.
© 2007 IUP . All Rights
Reserved
TRENDS
AND INITIATIVES
Keyword
Optimization : An Essential Feature of Online
Brand Visibility
-- Bhishma Kukreti
Every Internet marketer wishes for top ranking
and displays of brand visibility in the search
engines. A website obtains top ranking and displays
when it contains popular and exclusive keywords
which are placed in accordance with the technological
aspects of search engines. This article discusses
the necessity and objectives of the keywords and
importance of keyword optimization to facilitate
searching. The author highlights on the importance
of research and strategy for selecting the suitable
keywords, placement and optimization. It also
throws light on tag, meta tag, prominence, proximity,
and density, etc. and improvement of keyword optimization.
© 2007 IUP . All Rights
Reserved
TRENDS
AND INITIATIVES
Green
Consumerism
-- S Suja
This article on Green Consumerism highlights
the problems associated with environmental pollution
and the role of manufacturing of a variety of
products in this creation of pollution. It presents
the emergence of markets for green products leading
to a rise of green consumerism and the process
of planning for the future with respect to these.
© 2007 IUP . All Rights
Reserved
CASE
STUDY
Toyota
Tundra in US : The Marketing Strategies
--Nusrath Maldar and Sai Prasanna Raga
© 2006 IBS Case Development
Center, Hyderabad. All Rights Reserved.
BOOK
REVIEW
Marketing
to Women : How to Increase Your Share of the World's
Largest Market
-- Author: Marti Barletta
Gender
differences bring about great marketing opportunities
for organizations provided they understand the
psyche of women buyers and strategize their marketing
inputs accordingly. Statistics reveal that 80%
of all consumer buying decisions are either made
or influenced by women. The book presents real
life examples from varied consumer categories
e.g., electronics, automotive, finance, etc.,
and how and why targeting women consumers have
proved beneficial for them. The book describes
the `Prime Time Woman' and gives insights about
the age group of 50-70, upwardly mobile women
and their purchase motives. Marketing organizations
must not ignore the power of purse as it is an
outdated notion that men carry more cash in their
wallet.
© 2007 IUP . All Rights
Reserved
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